A recent interview with Bud Light’s “woke” vice president of marketing has surfaced and proved Kid Rock right.
On March 30, shortly before the beermaker self-detonated, Alissa Heinerscheid did an interview with the podcast “Make Yourself At Home.”
She talked about her plans for transforming the Bud Light brand and took a swipe at the beer’s customers and the past marketing that appealed to them.
“I’m a businesswoman,” Heinerscheid said.
“I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light.’”
She claimed that she had a “super clear” mandate “to evolve and elevate this incredibly iconic brand.”
For the brand to evolve, Heinerscheid said the company needs to incorporate “inclusivity.”
“It means shifting the tone, it means having a campaign that’s truly inclusive, and feels lighter and brighter and different, and appeals to women and to men,” she said.
“Representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”
She also trashed the work of Bud Light’s past branding.
“We had this hangover,” she said.
“I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.”
Meet Alissa Heinerscheid, Bud Light’s VP of Marketing. She explains her strategy of using “inclusive” marketing to promote the brand to young people. pic.twitter.com/hFpe8YnbBc
— Catch Up (@CatchUpFeed) April 9, 2023
In response to the backlash over Bud Light’s campaign featuring transgender Dylan Mulvaney, an Anheuser-Busch spokesperson said:
“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics.
“From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney.
“This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”
Kid Rock started off the boycott with a viral video on social media that has been viewed over 50 million times.
“Grandpa is feeling a little frisky today,” he said.
“Let me say something to you all as clear and concise as possible,” before turning his back to the camera and firing off a few rounds at some Bud Light beer cases.
He ended with:
“F*ck Bud Light and f*ck Anheuser Bush.
“Have a terrific day.”
WATCH:
— KidRock (@KidRock) April 4, 2023
I will be deleting all Anheuser-Busch products from my tour hospitality rider. I know many other artists who are doing the same.
— Travis Tritt (@Travistritt) April 5, 2023
READ MORE: Liquor Stores Pull Bud Light from Shelves as Boycott Spreads
